The vast architecture of Jike has reduced costs through economies of scale. At the same time, the prices of the core three batteries, especially batteries, are also falling. Therefore, we are sharing the cost savings with users, "said An Conghui, President of Geely Holding Group and CEO of Jike Intelligent Technology, in a recent media interview. Jike will not rely on price to participate in market competition. At the same time, as a global brand, facing different markets around the world, Jike must internationalize and globalize, and its products will also enter various segmented markets around the world.
The reporter from China Business News noticed that while Jike has achieved breakthroughs in sales this year, it has also taken frequent actions. In June, the monthly delivery of Jike brand exceeded 20000 units for the first time; In the first half of the year, the Jike brand delivered over 87800 units, ranking first among Chinese pure electric brands with a selling price of over 200000 yuan. In July, Jike announced the entry of its luxury flagship MPV, the all-new Jike 009, into the Hong Kong market.
When the Extreme Krypton brand was established, it attached great importance to the Hong Kong and Macau markets and specifically developed right-hand drive products, including software that adapts to the actual situation of local users. An Conghui said that Hong Kong and Macau are very important markets for new energy vehicles. Recently, the proportion of new energy vehicles purchased in Hong Kong has reached over 70%, and even exceeded 85% at its highest, especially in the MPV market.
Accelerate entry into global segmented markets
Behind this entry into Hong Kong is Jike's global vision layout.
Our products have been launched in Mexico and Lebanon, "said Chen Yu, Vice President of Jike Intelligent Technology." Jike is a brand leader in any country and region. "Whether it's a big market or a small market, as long as there are truly willing partners, the company will actively promote it
According to relevant information, Jike has already established its presence in Asian markets such as Hong Kong, Macau, Southeast Asia, and the Middle East, as well as other overseas markets such as Europe, Latin America, and Australia. As of the first half of this year, Jike has opened a total of 429 stores worldwide, and is expected to increase to over 520 by the end of the year.
However, Chen Yu also stated that there are significant differences in penetration rates in different markets, with the right-hand drive market performing better than the left-hand drive market. This is also why Jike attaches great importance to the release of the right-hand drive version of the 009 model. Jike hopes to increase the penetration rate of the right-hand drive market through this release, and hopes that dealers and partners can have a deeper understanding of the value of pure electric vehicles and make more accurate product judgments
To be frank, although the company is confident in the market, it does need to build more capabilities with its partners in terms of how to cooperate, how to effectively sell new energy vehicles, and how to address user concerns. Chen Yu further stated that this includes introducing excellent domestic digital experiences, intelligent cockpits, and intelligent driving technologies into overseas markets, which are areas that many overseas dealers have not yet entered.
The reporter noticed that while entering the global market, Jike is also constantly enhancing its technological strength and accelerating category innovation.
An enterprise's technology planning and product planning require product definition, and Jike 009 is actually doing category innovation. An Conghui said that product definition for category innovation is very important. When the company defined the Extreme Krypton 009, it made an important point that MPVs not only provide comfort and a better experience for those who sit, but also make it easier for those who drive
Meanwhile, Chen Qi, Vice President of Jike Intelligent Technology, stated that Jike is accelerating its research and development of intelligent driving, with heavyweight technologies including end-to-end and commuting. Some plans will soon be announced, and some features will be launched soon.
Technically speaking, it is currently better to apply autonomous driving to assisted driving, bringing users more and better assisted driving experiences and making it easier and easier. However, the starting point of each company is different. Jike's focus on passenger car intelligent driving is still on providing customers, users, and drivers with the best experience for passenger cars, "said Chen Qi.
In addition to intelligent driving, supercharging and energy replenishment is also the direction that Extreme Krypton is focusing on. According to relevant information, the construction of the Extreme Krypton ultra fast charging network has been accelerated, and the Extreme Charging V3 charging piles have also begun to be widely deployed.
Why does Extreme Krypton need to invest heavily in supercharging and energy replenishment? An Conghui stated that entering the new energy era of automobiles is not only about the experience of the car itself, but more importantly, the charging experience throughout the entire life cycle after purchase is also very important. So Jike firmly promotes the 'three 800s', namely 800V products, 800V power batteries, and 800V energy replenishment networks. This is a strategy
The Thousand Stations and Ten Thousand Piles Plan is being smoothly implemented according to the formulated plan. In the early stage, some major first tier and second tier markets may be selected. As the plan progresses, the charging network will also be laid out for some third tier, fourth tier, and some highways, "said An Conghui.
Participate in market competition without relying on price
Although the price war in the Chinese car market has eased, it has not yet come to an end. Regarding this, Jike reiterated that they will not engage in a price war.
The reporter noticed that the retail price of the all-new Extreme Krypton 009, which enjoys a one for one subsidy after being listed in Hong Kong, starts at HKD 755000, while the official retail price in mainland China is HKD 439000. Why is there such a huge price difference? Chen Yu said that this is because the cost of owning a car in Hong Kong is relatively high, and the Hong Kong government is actively promoting the transformation of electric vehicles. Therefore, Hong Kong has a 'first registration tax' policy, and this year's policy does not provide subsidies for electric vehicles exceeding HKD 500000. If it exceeds HKD 500000, the price of the entire Extreme Krypton 009 will rise to over HKD 950000.
Extreme Krypton is a customer-centric enterprise that does not require users to pay nearly HKD 190000 more for pricing over HKD 500000. Chen Yu further stated that the official retail price of Extreme Krypton 009's six and seven seats in Hong Kong did not exceed HKD 500000, and after enjoying a one for one subsidy, the retail price started at HKD 755000. "From various perspectives, the pricing in Hong Kong this time is very reasonable
Regarding whether the pricing of the all-new 009 is affected by the current price war in the Chinese mainland market, An Conghui stated that the pricing of the all-new 009 is not related to the market price war. Jike's main consideration for pricing is to achieve economies of scale through its extensive architecture, combined with the reduction of the cost of the three electricity systems, and to give benefits to users
An Conghui further stated that when it comes to price wars, Jike's attitude is not to rely on price to participate in market competition. The most important competitiveness of Jike brand is to create the ultimate travel experience for users through products and technology. We need to fight quality wars, technology wars, brand wars, and service wars to win market competition. 009 Guanghui will definitely not increase its price at present, and other products will not increase their price in the near future
However, An Conghui also stated that price increases are not ruled out in the future. Recently, there have been some discussions within the company regarding various aspects, and it has been decided not to adjust the price in the near future. What decisions will be made after reaching an internal agreement in the future will be released to the public in a timely manner
Where is the core competitiveness of Jike, which does not participate in price wars, reflected? In An Conghui's view, creating demand is the embodiment of Jike's current core competitiveness. Compared to meeting demand, creating demand more reflects the innovation capability and core competitiveness of enterprises, "said An Conghui." Some of the technologies and functions of Jike in intelligent cockpit are not available in other cars and users dare not think about them, but as long as Jike develops the demand, users will definitely need it.
The brand mission of Jike is to pursue the ultimate travel experience. I believe that there is no end to the ultimate. Today, users can feel the ultimate experience of the all-new 009, but Jike will improve this experience in the future. An Conghui further stated that for a company, meeting the needs of users is the most basic requirement, and Jike must do better than what other brands have.